In response to requests to better understand how brands and marketers are responding to the COVID-19 Pandemic, the team at the Pico Group explored this with a group of 28 clients.

1. How is the COVID-19
Pandemic impacting
Event Marketing?
Pico Group COVID-19 Impact Research
April 2020
Source: Pico Global COVID-19 Impact Research – April 2020

2. Source: Pico Global COVID-19 Impact Research – April 2020
In response to requests to better understand how brands and
marketers are responding to the COVID-19 Pandemic, the team
at the Pico Group explored this with a group of 28 clients.
We explored how they are responding. This included
understanding how well equipped they are to adapt to new
strategies and tactics, specifically virtual and online events.
Read more to review our analysis and supporting insights into
how brands are planning for today and tomorrow.
Tyronne O’Callaghan Jonathan Koh
Vice President, Client Strategy Digital Strategy Director
Pico Global Pico Global
INTRODUCTION Total Brand Activation | 2

3. The more things change,
the more they stay the same…
There is a still a strong need for marketing activity with only 25% of
clients engaged highlighting that they have cancelled all their immediate
marketing activity and budgets.
The demand from brands for pipeline and sales remains unchanged.
They are not standing still. Marketers are still looking for results.
So how are they doing this?
HOW IS THE COVID-19 PANDEMIC IMPACTING EVENT MARKETING? Total Brand Activation | 3
Source: Pico Global COVID-19 Impact Research – April 2020

4. Source: Pico Global COVID-19 Impact Research – April 2020
4
The impact of restrictions
It comes as no surprise that the restrictions
on gatherings and the movement of people
have impacted event marketing.
Trade show activity and meetings, which
are traditionally anchored on travel and
face-to-face contact, have seen significant
cancellations.
However, other activity, such as launch
campaigns or sponsorship activations,
have seen less impact due to their
integrated nature.
HOW IS THE COVID-19 PANDEMIC IMPACTING EVENT MARKETING? Total Brand Activation |

5. Source: Pico Global COVID-19 Impact Research – April 2020
5HOW IS THE COVID-19 PANDEMIC IMPACTING EVENT MARKETING?
The impact of restrictions
Total Brand Activation |
Through our research and
practice, we have identified two
core trends. When actioned
together they drive successful
change
Rethinking the
Channel
Reframing the
Experience

6. 6
An acute shift to digital
In the short-term there has now been a significant shift to
digital media so brands can continue to drive demand. This
is a shift that has already been happening, but the shift is
now much more acute.
Favoured digital media during the initial COVID-19
response phase are :
• Online Events
• Digital Marketing
• Social Media
• Email Marketing / CRM
HOW IS THE COVID-19 PANDEMIC IMPACTING EVENT MARKETING? Total Brand Activation |
Source: Pico Global COVID-19 Impact Research – April 2020

7. 7HOW IS THE COVID-19 PANDEMIC IMPACTING EVENT MARKETING?
An acute shift to digital
Total Brand Activation |
Source: Pico Global COVID-19 Impact Research – April 2020

8. 8
And marketers are
planning to sustain the change
When we asked the question on what digital
mediums that they were looking to focus their
strategic efforts and budget on over the next
6 months, virtual / online events and digital / social
content were clear priorities.
HOW IS THE COVID-19 PANDEMIC IMPACTING EVENT MARKETING? Total Brand Activation |
Source: Pico Global COVID-19 Impact Research – April 2020

9. What hasn’t changed?
Our point of view is that brands will continue to
thrive and succeed based on the experiences that
they deliver.
Today’s world is still a world of abundant choice.
A world where experience differentiates brands and
products. Where experience fosters customer and
employee loyalty.
It is the importance of individual emotion that
remains constant.
HOW IS THE COVID-19 PANDEMIC IMPACTING EVENT MARKETING? Total Brand Activation | 9
Source: Pico Global COVID-19 Impact Research – April 2020

10. 10
Reframing the sense of experience
The acute shift to digital does not mean that target audiences'
expectations are any lower. If anything, in the experience economy,
they are higher. So how are people reframing the sense of
experience in virtual / online event formats?
They are:
• Leveraging mixed reality within digital experiences to make
broadcast and digital interactions less static
• Making the engagement more human with personal touches
such as mailed invitations, merchandise and home delivered
food and coffee
• Creating sense of place through logged-in states that give unique
access to content and interactions
• Encouraging engagement through gamified interactions
HOW IS THE COVID-19 PANDEMIC IMPACTING EVENT MARKETING? Total Brand Activation |
Source: Pico Global COVID-19 Impact Research – April 2020

11. 11
Manging Production Challenges…
Business as usual
Even when producing the content needed for broadcast via
digital mediums, more than ever troubleshooting and
production flexibility is paramount.
For example, with restrictions placed on public gatherings,
production teams are leveraging technologies such as
remote cameras to ensure that people and their teams
remain safe and compliant.
HOW IS THE COVID-19 PANDEMIC IMPACTING EVENT MARKETING? Total Brand Activation |
Source: Pico Global COVID-19 Impact Research – April 2020

12. The has been a sharp increase in the use of live or pre-recorded content for
broadcasts. There are several considerations when aiming to ensure a high-
value broadcast experience:
• PROGRAMMING - Use a format that emphasises the customer experience. For example, the use
of anchors that navigate audiences through content, such as pre-recorded panel interviews or
live reporting of from customer locations, helps maintain a captive audience.
• TIME – Alongside programming, broadcast lengths should be kept to a minimum and should
avoid bad times of the day. We need to keep in mind that when working from home there are
more distractions than would be usually found at a live event.
• ENGAGEMENT – As with live events, second screening is still a problem as much as it is an
opportunity. When in the online event environment, we should explore using the second
screen to enhance engagement. This is not just Q&A or polling, but personalised touches such
as the distribution of exclusive content or even personalised calls to action (e.g. time to turn
the kettle on).
12
Using broadcast approaches to craft
the right experiences
HOW IS THE COVID-19 PANDEMIC IMPACTING EVENT MARKETING? Total Brand Activation |
Source: Pico Global COVID-19 Impact Research – April 2020

13. 13
The importance of integration
The importance of integration to amplify content and sustain
engagement is well understood. If anything, the increased use
of virtual / online events lends itself to building digital
marketing campaigns.
Cross-platform integration in areas such as content and data
optimise the engagement with audiences when we compare
online to offline.
Digital platforms also offer their own integrated eco-systems
that provide established reach, bespoke media to engage,
as well as help in driving the path-to-purchase.
Digital marketing has always been important. It is still
incredibly important, but it is so much more relevant.
HOW IS THE COVID-19 PANDEMIC IMPACTING EVENT MARKETING? Total Brand Activation |
Source: Pico Global COVID-19 Impact Research – April 2020

14. 14
Engaging and staying engaged
Pico recently launched a new electric car brand launched in
China using a digital marketing approach. The pre-recorded
launch was broadcast via the established digital content
platform called Migu.
To enhance the sense of experience the launch leveraged
Migu’s mixed reality functions to activate product engagement
within the launch content. From an integration perspective,
the stream was syndicated via TikTok and Sohu. Over 2
million people watched the launch across all three channels.
In addition to this the activity was sustained through post-
launch digital activity such as a H5 site within WeChat.
HOW IS THE COVID-19 PANDEMIC IMPACTING EVENT MARKETING? Total Brand Activation |
Source: Pico Global COVID-19 Impact Research – April 2020

15. 15
Social Media
Whether it is part of a digital marketing campaign, or
managed as a corporate communications, or commerce
channel, the importance of social media
remains exceptionally strong.
Again, due to the borderless nature of such a channel, its
importance continues to grow in the COVID-19 times.
Further, it is not just the channel to market that is important,
but it continues to provide an opportunity to understand
sentiment. Its ability to measure brand success remains
strong, if not stronger. Experience matters.
HOW IS THE COVID-19 PANDEMIC IMPACTING EVENT MARKETING? Total Brand Activation |
Source: Pico Global COVID-19 Impact Research – April 2020

16. 16
E-mail / Marketing CRM
Brands are using their data to stay connected with customers and
prospects. Many brands are using digital communication channels
to update customers on what they are doing in COVID-19 times.
In addition there has been a refocus on using it as lead nurture tool.
What is clear is that there will be a pivot toward looking at how
business maximise their data through “deep conversion”. For
example, with so many of us converting to digital engagement, how
can you use XR for better sales conversion?
Many businesses have invested heavily in marketing automation
and they have embedded such systems within their organisations.
Now they are looking for increased value from such CAPEX / OPEX
investments through experience integration.
HOW IS THE COVID-19 PANDEMIC IMPACTING EVENT MARKETING? Total Brand Activation |
Source: Pico Global COVID-19 Impact Research – April 2020

17. 17
Measuring up…
Compared to complete offline experiences,
shifting towards digital marketing and virtual / online
events allows marketers to create new formats
and experiences, and deliver more robust data.​
Such data enables new levels of effectivity and
accountability, as well as actionable insights and data. ​
Total Brand Activation |
Source: Pico Global COVID-19 Impact Research – April 2020
HOW IS THE COVID-19 PANDEMIC IMPACTING EVENT MARKETING?

18. 18
Offline events will still be important
Will the live event format rebound once life goes back to a semblance of
normal? What is the new normal? Is it simply part of evolution? What about
digital-twin regulation?
Recent times have represented such a seismic shift that the truth is we do not
really know. However, we all recognise that as humans the importance that
contact with each other plays in our lives.
Of our clients engaged, 37% have had some previous experience with virtual
event technologies and 64% felt equipped and confident to use current
virtual event technologies. This leaves many of us in a good position to
adjust.
It is great because as marketers and partners we feel well placed to adapt.
However, will the results be the same? Will there be new considerations from
a privacy perspective? Will audiences adopt new technologies quicker. It is
too soon to tell.
Subscribe to Pico Voice for our next deep-dive.
HOW IS THE COVID-19 PANDEMIC IMPACTING EVENT MARKETING? Total Brand Activation |
Source: Pico Global COVID-19 Impact Research – April 2020

19. Want to learn more?
Contact Tyronne O’Callaghan or Jonathan Koh
or if you’re interested in our virtual event services,
visit our website at Pico Virtuosity.
HOW IS THE COVID-19 PANDEMIC IMPACTING EVENT MARKETING?
Source: Pico Global COVID-19 Impact Research – April 2020

20. Total Brand Activation | 20
Thank You.